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Delta Milayo Ndou #digitaldialogue
The fastest way to become redundant is to allow technology to get way ahead of you, your business model and your industry as a whole. It is the tech-savvy, forward-thinking strategists in any sector, who play by the digital rulebook where disruptive innovation is the order of the day, that shall remain
standing. Lest the charge of unwarranted alarmism be laid against me, let me make my point by way of illustration.
From small but thriving initiatives to giant corporate cash-cows, many ventures that failed to anticipate and respond to emerging technologies that impacted on their businesses have become distant memories and the stuff of folklore. What became of those thriving phone-shop enterprises that were strewn all over urban areas? What happened to the sellers and repairers of VCRs and what became of those video-cassette-for-hire spots that mushroomed nearly everywhere?
How many people could have imagined becoming a bank account-holder and not aspiring to own a chequebook? What became of those printing businesses that made money hand over fist from printing chequebooks and directories among others? Who would have anticipated that a company thriving on the manufacturing of ‘napkins’ for babies (of whom there is an ever abundant supply) could ever encounter financial problems?
How many stores make a killing from selling radios or DVD players? In all the above instances, there is a technology that supplanted the service, device or product, which these businesses relied on and probably expected to thrive upon for years to come. What makes technology a big deal is that it can and has hit businesses where it hurts most — in their pockets. In the context of contemporary business stratagem, tactics that do not centre and give salience to digital means of doing business are shortsighted at best and woefully foolish at worst.
Internet as a human right — a convenient hyperbole
At the recent launch of arguably the most affordable Internet package for businesses, by Zimbabwe Online (ZOL) — the retail arm of Liquid Telecom — chief executive officer, Denny Marandure reiterated a position held by the United Nation’s International Telecommunications Union (ITU) that Internet access is now a basic human right.
I happened to make mention of this view in a tweet and other users were quick to take issue with it. In the discussion that ensued, it became evident that to some people, the claim that Internet access is a human right takes on the form of a grievous insult. Those who find this claim objectionable often erroneously construe it to mean that the Internet warrants greater primacy in discourses pertaining to water, shelter, health and other established rights.
However, making a case for Internet access to be recognised as a human right does not imply that it is more important than established rights. It is merely to make the case, albeit by hyperbolic means, that the Internet is increasingly becoming an indispensable aspect of our collective future and we cannot afford to treat technology as an afterthought.
If more business leaders locally adopted the mindset that Internet is as vital as a human right, their approach to technology and indeed, their participation in the digital economy would take on the sense of urgency and prioritisation that would enable them to stay abreast with technological advancement in rapidly converging fields of business. Admittedly, attempting to place premium value on Internet access is to speak from a position of privilege, particularly in a country such as Zimbabwe.
There are, quite frankly, more pressing matters of survival to attend to and far dire situations requiring remedy as evidenced by the bleakness faced by many who exist on the barest minimum. The unfortunate lived experiences of many dictate that life be lived in terms of the here and now — that what must concern us today are solely those issues that will get us through the day.
And by that reckoning, Internet access and its attendant benefits fall far below the list of priorities for the average Zimbabwean citizen. But that should not be the case for the average Zimbabwean business, state entity or stakeholder. This is why it was very reassuring to learn, through the Mayor of Harare who gave a few remarks at the same ZOL event, that going forward, the council would ensure that housing projects also cater for Internet accessibility.
Wearing geographical blinkers in a digital economy
One of the reasons local companies are complacent with regards to leveraging technology and offering digital services is the mistaken belief that the target market is too small to yield any worthwhile dividend or return on investment. They (rightfully) take into account the existing digital divide, i.e various barriers to Internet access such as affordability, accessibility and digital literacy, then conclude it wouldn’t be worth their while to adapt their business models to suit a small tech savvy fraction of their target market.
They also interpret Internet penetration statistics at a localised level and reckon that at 21 percent penetration rate, there is still plenty of time to hop on to the tech wagon when the penetration rates are higher. This line of reasoning is completely unstrategic and evidence of a geography-centred evaluation of the market at their disposal. In the context of digital economy, geography is not a constraint as the potential market one can access transcends geographical boundaries hence services that can be rendered by local businesses digitally, are services that can be consumed by clients globally.
There is no need to wear geographical blinkers when positioning oneself in the digital economy, unless the services and products rendered are tailored for a specific geographic community. But in instances where services are tailored and targeted for geographically bound communities; digital changes still require agility in decision-making and long-term thinking in terms of technology-enhanced service delivery.
For many individuals and businesses, it may seem as though technology is a luxury they can’t afford because Zimbabwe still has a long way to go in terms of digital revenue generation or profitability, perhaps with the exception of mobile money. In reality, technology or digital-led business is now a necessity and no longer an option as evidenced by the various projections of disruptive innovation that are being made across the continent.
Business leaders and the value of digital upskilling
One of the greatest assets to possess as a business leader in a digital age is the ability to imagine the seemingly impossible, to factor in the rapidity of technological advancements and be able to situate their business with ever-changing operational dynamics. One thing the Internet does provide for is opportunities to upskill — for free. Any determined and invested individual can acquire digital skills online via video tutorials, webinars and free online courses. What one cannot anticipate, they cannot prepare for so it is increasingly important to identify skills gaps and plug them so as to remain relevant in a digital context.
Part of remaining relevant involves being able to project and think ahead to what future technologies you can leverage to boost your competitive edge. Although projections are not accurate, they do offer a chance to introspect and to stay abreast of developments within the tech sector. In an article earlier this week, the director of Growth Implementation Solutions at Frost and Sullivan Africa, Mr Wayne Houghton, posited that by 2025, jobs that were commonplace in 2015 would no longer exist while students graduating in 2016 would have obsolete qualifications for which there will no longer be a profession by 2025.
Additionally, it is reported that 70 percent of the top fortune 500 companies have plans to offer their products as a digital service by 2020. According to estimates by the Meta Economic Development Organisation (MEDO), by 2020, 80 percent of jobs are predicted to require a STEM-related education. Such projections allow one to think disruptively about the future clientele they will be serving or the future needs their businesses might be required to meet.
Taking time to consider projections on tech or digital enables a business to anticipate the kind of skills they will need to hire in order to succeed and more importantly, the kind of business model they will need to adopt to ensure that technology does not get so far ahead of them as to render them redundant.
- Delta is Head of Digital Services at Zimpapers and a PhD scholar researching on digital media, disruptive technologies and journalistic practice. Follow her on Twitter: @deltandou
Online Reporter